Fragrance adverts are often wonderful and weird. To sell a fancy bottle of coloured liquid does take some doing, which is why there is often a narrative or story behind it. A few weeks ago we had to analyse a range of ads in a "Snapchat wit" frame of mind. To begin with, it was quite tough and I almost felt bad for ripping an advert apart, trying not to think of the real story or al of the hard work taken to achieve it. For example, I captioned the beautiful photograph of Natalie Portman for the Miss Dior perfume with "Waiting for bae". Once the first few were out of the way, it became much easier and we let our imagination run wild.
Archetype gender - looking at the role of the genders, primarily women
Market level - how the fragrance is sold, product, face etc.
Demographic group - clearly targeting a specific audience
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